The strategic position of health and wellness tourism in the development of the Douro Demarcated Region World Heritage Site

Abstract

In a wine producing region like the Douro Valley (NE Portugal), embedded in the schist-greywacke complex of the Douro-Beira district and the source of high-quality mineral and spring waters, what is the strategic positioning of health and wellness tourism? What is the importance of thermal baths in the revitalisation of rural areas, and who are the main agents behind these dynamics? These are the main questions we will address in this article. Relatively overlooked until recently, health and wellness tourism has been growing in relevance in Europe and Portugal in the 21st century and is now considered a strategic product. Thermal baths were traditionally restricted to therapeutical treatments, but well-being has become a core concern today. Thermal bathhouses and resorts can be found throughout Portugal, four of which are located in the Douro region. Furthermore, their revitalisation bolsters sustainable development of Portugal’s inland regions, “reclaiming” an activity with a centuries-long history under a new paradigm. To achieve the study’s goals, we have combined documentation research with fieldwork, including semi-structured interviews conducted with the main actors involved in these dynamics.